may webinar: big picture healthcare research
DESCRIPTION
Explore creative sampling methods to reach patients, physicians and healthcare providers. Presentation by: John Turner, MPH Director, Healthcare SolutionsTRANSCRIPT
1 © 2012 Research Now
Big Picture Healthcare Research: Explore creative sampling methods to reach patients, physicians and healthcare providers.
John F. Turner, MPH
Director, Healthcare Solutions
Around the water cooler
May 2012 Webinar
2 © 2012 Research Now
Agenda
Big Picture Healthcare Research
Healthcare Market Research – a paradigm shift
Targeted Audiences – why each group is important
Creative Sampling Methods
Multimode Recruitment
Think “Function” not “Title”
Live Intercepts
Association Partnerships & Non-Profits
3rd Party Household Data
Till Recruiting
Mobile Reach
3 © 2012 Research Now
Healthcare Market Research
Where is Healthcare Market Research heading?
Old Industry Standards
Physicians only
Today’s Market Emphasis
Direct-to-Consumer Advertizing
Niche products with small survey universes
Patent Cliff
Market Spend
~$1.3 Billion in 2010
— Inside Research (May 2011)
By 2014…
60% of companies expect an
increase in total spending on
outside resources for
pharmaceutical market
research.
Pharmaceutical market research
vendors will be expected to
function as full partners,
delivering fully vetted
recommendations instead of
just data, and to provide access
to innovative methodologies
and techniques.
-Reuters
4 © 2012 Research Now
Healthcare Research Audiences Comprised of many unique groups
Physicians/Healthcare Providers
Highly educated
Valuable opinions
Treatments/Services provided
Market Influencers – Rx behavior
Influence medication, equipment, and services used/provided
Perception, image, and awareness
Patients
Product adherence
Market perception
Brand Satisfaction/Dissatisfaction
Utilization
HB2B
Healthcare business knowledge
Purchase decisions
Payers
5 © 2012 Research Now
Audience Challenges
What’s at stake?
Finite Groups
Ailment Prevalence
Unique Recruitment Methods
6 © 2012 Research Now
Creative Sampling Solutions
Finding the “Hard-to-Reach”
Multimode Recruitment
Think “Function” not “Title”
Live Intercepts
Association Partnership & Non-profits
3rd Party Household Data
Till Recruiting
Mobile Reach
7 © 2012 Research Now
Multimode Recruitment
Invitation Methods
Direct Mail
Phone (Mobile)
Fax
Referral (Colleague)
Benefits
Expands total targetable universe
Improves response rates
Increases deliverables
Targets
Physicians
Patients
HCPs – Dentists, Veterinarians, Nurses, Radiology Techs, etc.
HB2B – Hospital Administrators, Payers, Purchasing Directors, etc.
8 © 2012 Research Now
Think “Function” not “Title”
Start expanding the possibilities for reaching your target
Example: Hospital Administrators
Questioning should reveal role and/or decision making/influencing capabilities
Example: Surgeons
How many stent implantations do you perform in a given week?
Example: Patients
Co-morbid condition sufferers
9 © 2012 Research Now
Live Intercepts
Directly engage a particular person or group in a random or specified location
Targets
Cancer
HIV/AIDS
Hemophilia
Hepatitis
Pros
Reach low prevalence ailments and/or undergoing unique treatments
Reach respondents who may not be online and/or part of online panels
Cons
Longer field times
Higher CPIs due to additional/unique efforts needed and cash incentives
Example: Hispanic Female AIDS/HIV Patients
4% of the AIDS/HIV population (~0.04% of the general population)
10 © 2012 Research Now
Association Partnerships & Non Profits
Good resource for finding “hard-to-reach” targets
Find Networks
Low Incidence Rate Populations
Give Back to the Community
Information
Revenue Source
11 © 2012 Research Now
3rd Party Household Data & Caregivers
Consider who will know the most about an ailment and treatment
Can often be caregivers and/or household members, not sufferers.
“Are you a caregiver of someone who suffers from…?”
“Does someone in your house suffer from…?”
3rd Party Household Data
Self-reported household data pertaining to specific ailments
Screen to obtain sufferer or caregiver
Does not violate HIPAA
Example: Alzheimer’s Patients & Their Caregivers
12 © 2012 Research Now
Till Recruiting
What is Till Recruiting?
A method used to invite highly targeted consumers of prescription drugs to participate in surveys when they have their prescriptions filled.
A survey invitation is automatically triggered by the purchase of the medication and is attached or inserted into the prescription bag.
Benefits
Point of Purchase
Low prevalence/hard-to-reach ailments
Specific Rx Populations
Adoption of new Rx
Real time feedback
13 © 2012 Research Now
Mobile Reach
Recruit physicians via mobile devices
App
Push Text Technology
Mobile Patient Communities
Developing Nations – mostly mobile
Real-Time Data
14 © 2012 Research Now
One Stop Shop
Added benefits
Customized Solutions
Creative approach to sampling
Find hard-to-reach audiences
Deliverability of data
Single point of contact